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1. savvy customers2. more complex brand families and portfolios3. maturing markets4. more sophisticated and increasing competition5. difficulty and differentiating6. decreasing brand loyalty in many categories 7. growth of private labels8. increasing trade power9. fragmenting media coverage10. eroding traditional media effectiveness11. emerging new communication options12. increasing promotional expenditures13. decreasing advertising expenditures14. increasing cost of product introduction and support15. short-term performance orientation16. increasing job turnover17. pronounced economic cycles

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